Morning!

Forget Starbucks

, forget Blue Mountain….now Walmarts is launching its very! own! private! label! coffee!

To wit:

… Wal-Mart Stores Inc (WMT.N: Quote, Profile, Research), looking to capitalize on consumers’ growing interest in sustainable coffees, is rolling out its own line of organic, Rainforest Alliance and fair trade certified coffees.

This month, the world’s largest retailer will begin selling six coffees under the Sam’s Choice brand in all of its U.S. stores.

The line includes Sam’s Choice Fair Trade certified coffee, Sam’s Choice Rainforest Alliance certified coffee, and Sam’s Choice USDA organic decaffeinated coffee.

Wal-Mart also said the six coffees are certified as “carbon neutral” because Cafe Bom Dia, its Brazil-based coffee roaster, has cut its net carbon emissions to zero.

“The socially conscious consumer is a growing area we’re marketing to, and certainly this coffee fills that void … in our line,” said Matt Kistler, senior vice president of sustainability at Wal-Mart, in an interview ….MORE….

‘course, it IS April 1st….

ThankYouVeryMuch!

Owlbert
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